The #SeeingRed campaign by Hey Girls UK uses discordance to its advantage, conveying the frustration and disempowerment of period poverty.
Hey Girls UK are a period brand seeking to end period poverty in the UK, selling period underwear, cups, pads, and tampons. They run on a ‘Buy One, Give One’ scheme, where for every product bought, one is donated to someone in need.
Since their launch in 2018, they have donated more than 14.9 million period products in the UK.
The new campaign is designed to make people angry as rates of period poverty in the UK have increased significantly.
One in ten people who need period products are now unable to access them.
You can watch the powerful campaign, which was created by adam&eveDDB, below.